Consider these facts about target marketing and response rates: A study comparing consumer response rates to a variety of direct mail techniques demonstrated that color and personalization can drive response rates higher than the industry standard of 2 to 4%….
Tier 1: 1.0% Response Rate
Black and white piece with no personal information.
Tier 2: 1.5% Response Rate
Black and white piece with personalization, or full-color piece with no personalization.
Tier 3: 2.0% Response Rate
Full-color piece with name-only personalization.
Tier 4: 6.5% Response Rate
Full-color piece with deeper personalization, combined with content that is specific to the recipient.